Genever brand yields a taste of the Dutch capital with ‘The Original Spirit of Amsterdam’

Ads, Advertising, Branding

Recently released, ‘The Original Spirit of Amsterdam’ is a new film from the oldest distilled spirits company of its kind in the world. Founded in the Dutch capital in 1575, the brand is renowned for its Genever for which it is the leading brand globally. With its rich and long Amsterdam heritage, Bols Genever is on a mission to expand its Amsterdam flair to cocktail cities around the world.

With a 36-seconds film debuting today, Bols introduces its Genever and heritage to a new audience. Created by …,staat, who has been the brand’s agency of record for a decade, the film is part of a multifaceted campaign specifically targeting the US, including a complete new brand identity and visual language. HALAL and director Noël Loozen were brought onboard to craft the film, condensing the 442 years of Bols history into a 36-seconds cocktail of Amsterdam impressions.

Merijn Verhagen, Art Director, …,staat:

Embracing and communicating the Lucas Bols heritage within the context of Amsterdam is at the core of this piece. The city and Bols Genever go hand in hand. This is not only with regards to Genever being a Dutch national product, but the film in many ways is a mirror of traits we defined as key for our brand’s heritage. Dutch people are known for being very direct, and Amsterdam is often seen to represent honest, freedom and directness. It’s in your face and unapologetic. It’s a love hate kind of thing. And the same could perhaps be said about Bols Genever.

In choosing a director, the agency was drawn to the quirkiness and distinct visual style of HALAL’s Noël Loozen. He is known for capturing the weirdness of people and situations in an authentic, believable manner.

Noël Loozen, Director, HALAL:

I immediately loved the idea of compressing the essence of Amsterdam and the history of Bols Genever into a 36-seconds flash of impressions. The fast pace was a conscious tool in adding all the images into a cocktail of the heritage of Bols. The cinematographic approach complements to sharing the character of the city which we wanted to focus on in communicating their story. In a way, the film truly shows what it’s like to take a sip of Bols Genever. And the way in which the film is built can almost remind you of the flashes going through your head after a night out.

The film is part of a multifaceted campaign specifically targeting the US, and launched on its online platforms on Tuesday.


  • Client: Lucas Bols
  • Agency: …,staat
  • Director: Noël Loozen, HALAL
  • Production: HALAL
  • DOP: Tim Kerbosch
  • Editor: Arthur Ivens
  • Grading: Erik van den Heuvel @ De Grot
  • Online: De Grot
  • Sound design: Sharkee @ Haai Faai Deluxe